During the epidemic, More and more Enterprises began to calm down to think about brand values and precipitate brand assets. In the process of digitalization, marketing is undergoing earth shaking changes. It is not only the effect that can be tracked, but also the integration of product and effect. More importantly, we can gradually see "people" behind the original channel marketing. Marketing is taking the channel as the center and moving towards the people-oriented era.
Brand advertising also needs to start focusing on people, and we need to see whether it really brings the relationship between people closer. The brand needs to be able to see the effect, even if the effect is not sales, but an additional purchase, attention or interaction. The marketing goal starts from simple "Exchange" and "transaction" are upgraded to "interaction" and "resonance".
Have near 70% of CMOs believe that brand building is the focus of work in 2022, and that "long-term brand building and short-term effect transformation are equally important" is the core of brand strategy. The data shows that 70% of brand sales occur in the medium and long term, and only 30% of sales are directly converted in the short term and contributed by brand assets.
As the core path of brand building, the value of brand advertising is beyond doubt. The purpose of brand marketing is nothing more than to gain more users and earn more money. But the highest level of marketing is to gain the recognition of users or brand "Love" is not achieved by selling traffic.
In the past, consumer brands used to bring goods through frequent online activities and live broadcasts, constantly breaking the price bottom line and exchanging profit space for sales. In the long run, this is a consumption of brand value. Channels, media and effects are just means to speed up touch consumption. They can not achieve the brand. What really can achieve the brand is the content behind it.
In the new era of marketing, how to do really valuable brand advertising?
In the past few years, many brands have used The "big penetration theory" has achieved rapid growth from scratch. Emerging brands avoid offline channels dominated by giants, and smash budgets online in exchange for traffic exposure. This extensive marketing approach is easy to scale up, but it is difficult to have in-depth communication with users.
At present, truly valuable and useful brand advertising needs to be On the basis of "finding more people and reaching more people accurately", we will advance to "cultivating deep and visible relationships with users". The brand must realize that the new platform brought by digitalization, such as Tipping Tone, does not bring traffic, but users. Traffic is a means rather than an end.
Great penetration can only help the brand find enough people. The more important problem for the brand is how to find the right people. On the one hand, the brand has a portrait of its own goals. It has taken a big step to reach them accurately. But this is not enough. There are still many consumers hiding out of the brand's sight, which we call "Unknown people". Set aside the fixed crowd portrait settings, try multiple IP or grass planting and other forms that can attract users' attention and participation, so as to harvest these unknown high potential people. And they are the real incremental source of the brand, that is, the purpose of "breaking the circle".
After finding enough people and the right people, we must keep them. At this time, the brand has to be patient and output information to the user over and over again, that is, repeatedly touch. It should be noted that although repetition is effective, it is based on high frequency, level and content. Repeating low-quality content without creativity will only deepen consumers' negative impression of the brand.
More and more brands want and need to know how deep their relationship with users is. To judge whether brand advertising is really effective and whether it has established a deep relationship with users, one of the important indicators is Kotler's "Marketing Revolution" "5A model" proposed in 4.0 ， A1-A5 corresponds to Aware, Appeal, Ask, Act and Advocate respectively, which can refine operational users.
The brand can be measured by referring to the industry average Whether the scale and proportion of A1-A5 population are healthy. The brand can see whether there are enough open people and deep users, whether the circulation efficiency is healthy, whether the marketing activities have brought more A1 and A2 people, and whether the grass planting transformation has brought more A3 and A4 people. With the 5A model, brands can break down long-term goals into multiple short-term goals, and adopt different coping strategies for A1-A5 people to improve the efficiency of grass planting.
As for how to maximize the value of brand advertising, different brands have different paths.
First, there are mature brands with foundation. They have accumulated a certain amount of "Family background", the main purpose of coming to new channels is to find new users, so they generally "produce first and then effect".
Second, many new brands or white brands established in recent years have developed rapidly relying on a platform channel, "How to reduce costs and increase efficiency to earn money and survive" and "quickly occupy market share for later development" are their main intentions, so most of them will choose "effect before product" with faster volume.
No matter which mode is used, it is the brand's constant return to the original intention and rationality of marketing. Taking the brand as the leverage point, it affects the potential user groups from top to bottom, making the brand grow longer and more certain.
summary
The brand should not only have breadth, height, but also depth. Breadth is brand awareness, while height is actually its sense of value and premium.
Now we need to consider the brand Brand In depth, brand is the driving force for long-term growth and profits. This era needs new brand advertising. When we can clearly see the value of brand advertising, when the value of creativity and content is supported by data, the next brand oriented screen display advertising creativity appears, and no one regrets, but is regarded as ordinary, it is the best era of brand advertising.
